5.0 out of 5 stars
Insights Into The Real World of Marketing, May 10 2002
By A Customer
This review is from: Battling Marketing Myths: Foxhole Tales from a Corporate Warrior (Hardcover)
I found this book because of its review [in a newspaper] that described the book as the most unique marketing book sold by Amazon.com. It did not disappoint.
Written in a very readable style -- its almost like the author is talking to you over the dinner table --- the book describes Mr Schoenleb's experiences in marketing positions in 11 companies from Procter & Gamble to Burger King and Midas. In each chapter there are "lessons" offered to the reader on what Mr Schoenleb learned from his experiences.
The overall theme of the book is that to succeed in marketing in a company you must match your abilities and plans to a company's internal "culture". He tells fascinating real-life case histories. I particularly enjoyed his chapter on how he selected a new ad agency for Burger King.
A great book for anyone who's interested in how the American business world really works, especially marketers or Ad Agency folks.
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